Social Media Creative & Content

Overview

Social for a financial services brand is a specific discipline. The audience is skeptical by default, the category is not inherently visual, and the content has to earn attention in a feed full of things that have nothing to do with ATMs or payments.

The work here spans two distinct phases. At Cardtronics I owned the social function end to end, managing LinkedIn, Facebook, Instagram, and X alongside the creative. After the NCR acquisition I transitioned into a supporting role, directing creative and video assets for social teams who owned the channels. Both phases are represented here.

The challenge

Financial services brands default to safe. Safe headlines, safe imagery, safe copy. Safe does not stop a scroll.

The challenge was to find the human truth inside a category most people ignore and make content worth pausing for. That meant leading with the story before the product, using real data as creative fuel rather than footnote material, and building a visual language consistent enough to be recognizable in a feed without a logo in frame.

The work

The pieces here include video content produced for social, carousels built to carry a narrative across multiple frames, and social graphics designed to perform at the scale and speed these channels demand.

The video work ranges from brand storytelling to campaign support to event coverage. The carousels translate research, product information, and brand moments into formats that reward the swipe. The graphics had to hold up at thumbnail size, in both light and dark feeds, and against content from brands with ten times the production budget.

The channels: LinkedIn, Facebook, Instagram, X.

Why it matters

Social is where the brand lives closest to the audience. The work either earns the scroll or it does not. No presentation, no context, no explanation. Just the frame and what happens in it.